Honey Puffs modernises its iconic jingle in latest campaign via Pitchblack Partners


For decades, Honey Puffs has occupied a special place in Kiwi hearts and pantries. Now the beloved cereal is back. And so is the iconic song as part of a new campaign created by Pitchblack Partners.


There’s been several iterations of the ‘funny honey bees’ over the years, with this latest spot designed to create buzz around a new Oaty Crunch variety set to hit the shelves in March.

The campaign features a modern re-record of the catchy jingle created by Liquid Studios, and a slick new look courtesy of animation company, Flux.

Says Liz Richards, creative partner, Pitchblack: “The original Honey Puffs song is an iconic piece of New Zealand advertising. We didn’t want to stray too far from what made it special, so it was really just about modernising it for a new generation.”

Says Holly Rogers, brand manager, Sanitarium: “After an almost 15-year advertising hiatus, we’re excited to be bringing back the much-loved Honey Puffs character and jingle for the launch of our new product, Honey Puffs Oaty Crunch. Pitchblack and Flux have done an amazing job of bringing our character to life, and have nailed the jingle. It’s a fresh and modern take yet still so familiar, we’re sure everyone will be singing along.”

The campaign will run on TV, Video on Demand and radio.

Client – Sanitarium Health Food Company
Creative agency – Pitchblack Partners
Animation – Flux
Jingle & Sound Design – Liquid Studios
Media – PHD